Photo Credit: Clinton for Adobe Stock
One year ago, wildfires devastated Maui, destroying the historic town of
Lahaina and killing more than 100 people. Recovery of the island's tourism industry has lagged. According to Hawaii's Department of Business, Economic Development & Tourism, the number
of visitors to Maui was down 22 percent this past June compared with June 2023.
Additionally, visitor spending was down 27 percent.
"We’re clearly seeing tremendous softness on
Maui," Jay Talwar, chief marketing officer with the Hawaii Visitors and
Convention Bureau, told the Honolulu Civil Beat.
According to Lisa Paulson, executive director of the Maui Hotel and Lodging Association, the island's tourism industry workforce has declined by 3,100 since the August 2023 fires. Meanwhile, Maui's air capacity has dropped 16 percent.
Remembrance and encouragement
Though recovery is slow, tourism officials continue to be hopeful. On the Aug. 8 anniversary, Hawaii Visitors & Convention Bureau's senior director
for member and community engagement penned a letter of remembrance and encouragement to DMO members. Karen Wataru Nakaoka noted that:
“One year ago today, Lahaina faced
one of the worst tragedies in modern history as the Maui wildfires altered our
community. The memory of that devastating event remains vivid, and our hearts
ache for those who lost homes, livelihoods and loved ones.
Today, we remember the fierce flames that swept through
Lahaina. Amid the devastation, we witnessed incredible strength and resilience.
Neighbors opened their doors, volunteers provided aid, and brave firefighters
and first responders risked their lives. The global support reminded us we were
not alone, and we are deeply grateful.
As we move forward, we honor the pain and progress made.
Rebuilding is long and arduous, but each new home, tree planted and family
finding normalcy brings healing. Our spirit remains unbroken and together, we
will restore Maui's beauty and vibrancy.
Let us reflect on the past year, hold each other close and
find strength in our shared experiences. We remember those lost, celebrate our
resilience and look to the future with hope and determination. Our community
embodies unity, compassion and unwavering spirit."
How to support Maui's recovery
Maui still needs support from the tourism, meetings and events industry. Northstar Meetings Group rounded up resources and organizations that are aiding recovery efforts in this article.
Another way for the industry to show support is to book meetings
and incentives in this beautiful destination. Planners can meet with Maui and
other Hawaiian suppliers, including a number of hotel and tourism professionals,
at Northstar's Destination Hawaii event,
which will take place Nov. 6-8 at Aulani, A Disney Resort & Spa, on Oahu.